Conceptualizing excessive fan consumption behavior

This research develops a theoretical model that provides new insight into excessive consumption and identification based on the consumption of rugby and brand biography of the All Blacks. This paper is grounded in Maori protocols and the spiritual relationship between the All Blacks, New Zealand and Maori. The conceptual model development process is based on the grounded theory approach and analysis of interview evidence from 15 fans in New Zealand. The model posits that the cultural sources of excessive identification or importance in consumption relate to country factors. In terms of response, excessive fan identification has two major outcomes at the individual level, one positive and the other negative. From a negative standpoint, excessive behavior leads to deviant behaviors, such as violence, misplaced priorities, psychological flow and rationalization. From a positive standpoint, however, excessive identification leads to more benign consumption in the form of cultural and social capital and communitas. Future research implications are discussed.